Lieutenant Commander Burch was a flight leader in Scouting Squadron FIVE (VS-5) attached to the , flying the
Douglas SBD Dauntless dive bomber. Burch and VS-5 took part in the
Invasion of Salamaua–Lae on March 10, 1942. Performing dive bombing attacks on Japanese forces, VS-5 achieved seven direct hits, resulting in the sinking of three ships. One of those direct hits was from Burch, resulting in him being awarded his first
Navy Cross. The following day, May 8, 1942, Burch led his squadron on another attack, targeting the . Again, Burch successfully dropped his payload, directly hitting the deck of the
Shōkaku amidships. The
Shōkaku sustained three direct hits, leaving her severely damaged. For his actions in the engagements at the invasion of Tulagi and the Battle of the Coral Sea, Burch was awarded a Gold Star in lieu of his second Navy Cross by Admiral
Chester W. Nimitz,
Commander, U.S. Pacific Fleet. , USN (right), and Executive Officer, Commander William O. Burch Jr., USN (left), on the bridge of the In June and August 1942, Burch served as a carrier training officer in the Pacific. Following that assignment, he served as an executive officer for the Advanced Carrier Training Group until October 1942. As a prospective commanding officer of the , Burch reported to
Naval Station Newport. Burch was given the position of executive officer upon the
Ticonderoga's commissioning in May 1944. Deployed to the Pacific Ocean as part of
Task Force 38, the
Ticonderoga was near
Formosa on January 21, 1945, when she was attacked by a Japanese
kamikaze, causing a fire in the hangar deck. Executive Officer Burch was the first to man a hose and organized fire-fighting crews. For his actions on the USS
Ticonderoga Burch was awarded a second Gold Star in lieu of a third Navy Cross. He served in that position until June 1945. ==Post war career==